ICON - The magazine of the American Society of Interior Designers - (Page 39) level of personal connection a customer has to the store. Interactive kiosks, for example, allow customers to personalize a product on-screen. Kiosks Information Systems, a leading interactive kiosk developer and provider, reported that the number of kiosks in retail spaces rose 13 percent in 2004, and a projected 86-percent growth rate by 2008 is taking shape. Digital signage is replacing paper signage for a more dynamic, current messaging tactic. Technologies such as pathway tracking and retinal tracking literally monitor a customer’s eye movement and footpath to determine what particular areas of a store they are drawn to, when, and hopefully why. “SKUs are tracked for movement throughout the store, and to decide what products or store sections should expand or contract,” explains Hope. These advancements only add to the notion that retail is about people—it is no longer about things. Personal service and local relevance are other forward-thinking trends in retail stores as well. Adding service areas and points of sale to several locations within a store helps convey the idea of personal attention, for an efficient, rewarding shopping experience. Says Maltba, of the customer experience in retail environments to come, “The future is all about ease to find what they’re looking for.” Brigham sums up the aims of retaile r s t o re a c h t h e c u s t o m e r o n a personal level and bring value to the s h o p p i n g e x p e r i e n c e ; “ S t o re s absolutely cannot do this without designers.”] Kerry O’Leary is associate editor for ASID. See the Resource Guide on page 78 for additional resources and information about “Designed to Sell.” Designing Out Crime Exciting, interactive retail spaces can appeal to consumers’ emotions, but can they also decrease crime? That’s exactly what researchers at the University of Florida examined in a study conducted last fall. They concluded that retail design plays a key role in how criminals assess a store’s suitability as a crime target, and that interior designers are uniquely positioned to help mitigate the shoplifting problem—a problem that costs the U.S. economy more than $10 billion each year. “Retail security” is more than cords, cables, glass cases and alarms. In fact, many of the same tactics retail designers use to attract and retain buyers can also deter would-be shoplifters. Some tips for designers: Design spaces that allow employees to visually monitor the space around them. Consider this “line of sight” when positioning cash wraps, customer service centers, fitting rooms or store cafes. Keep shelves and fixtures below 60-inches high, and make aisles wide and clear. Anything that increases employee visibility (the ability for workers to both see and be seen) in the store will help to protect merchandise. Display and fixture design is also important: incorporating employee stations near or within displays both facilitates customer interaction and prevents crime. Eliminate “blind spots” such as remote areas hidden from the sight of employees, closed-circuit cameras or other shoppers. Skilled shoplifters know to go to these areas to stash items in a bag, sock or pocket. The retail interior influences shoppers and shoplifters alike. By incorporating security throughout the design program, interior designers can both create a pleasant shopping experience and also help minimize crime. — Caroline Cardone, Allied Member ASID, is an interior designer with Phinney Design Group, a New York architecture firm specializing in sustainable building practices. She is also a freelance writer and member of the University of Florida’s Loss Prevention Research Team. In this pharmacy design, shoppers are given plenty of room to wait for prescriptions, while employees are able to keep an eye on merchandise. ASID ICON | SEP/OCT 2007 CAROLINE CARDONE 39
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